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The effect of moderators on the salesperson behavior performance and salesperson outcome performance and sales organization effectiveness relationships

Artur Baldauf (Universtiy of Bern, Bern, Switzerland)
David W. Cravens (Texas Christian University, Fort Worth, Texas, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 2002

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Abstract

Salesperson behavior performance is conceptualized as a predictor of outcome performance and sales organization effectiveness. The research considers the effects of salesperson capabilities, industrial/consumer products, and industry growth moderators on salesperson performance and sales organization effectiveness relationships. Empirical analyses are conducted using data from a sample of 174 field sales managers in Austrian sales organizations. The results of moderator regression analyses indicate that salesperson capabilities, product type, and industry growth are relevant moderators. The roles of the moderators vary across the relationships analyzed. Several management and research implications are examined.

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Citation

Baldauf, A. and Cravens, D.W. (2002), "The effect of moderators on the salesperson behavior performance and salesperson outcome performance and sales organization effectiveness relationships", European Journal of Marketing, Vol. 36 No. 11/12, pp. 1367-1388. https://doi.org/10.1108/03090560210445227

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MCB UP Ltd

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